Having a strong vision for your jewellery business
Blog
As part of the new book ‘Start and Grow a Profitable Jewellery Business’ with Jessica Rose, a handful of talented and super successful, handmade jewellers were invited to be interviewed about various different elements of their business.
The first chapter of the book focuses on building the foundations of a successful jewellery business, such as working out your ‘why’, creating a vision for your business, setting goals and making a plan of action to achieve those goals.
To demonstrate the importance of these foundations and show how they can help to grow a profitable business, Jess wanted to feature a jeweller with real life experience, who was clearly thriving from having a strong vision for their business.
So, she invited jeweller Emma Aitchison - who has a strong ethical stand point with a big focus on sustainability, to talk to her about how her vision came about and how it has helped to her business to grow.
Here’s what Emma had to say…
Emma Aitchison in her studio
How long have you been a jeweller for?
Even at a very young age I obsessively made beaded necklaces, bracelets and earrings. I ordered the threads, beads and clasps from a catalogue and eagerly awaited their arrival in the post.
This natural creative spark led me to formally train in contemporary jewellery. I went to university in 2009 and subsequently forged my own brand, Emma Aitchison Jewellery in 2016.
How did you start making jewellery?
I started in a very contemporary and experimental manner, using ‘unusual’ materials. I was keen to challenge the common perception of jewellery by exploring what jewellery was and how it could be worn. This era of unbounded exploration birthed my current style, which is now somewhat refined.
What is the vision for your brand?
From the very beginning, my vision has been to create an honest brand. My aim is to present an inspired brand that you can feel confident in buying into. Not only for thoughtfully designed jewellery but also for the environment too.
I want customers to see the Emma Aitchison brand as a beacon for truly sustainable artisan jewellery. At the heart of our values, we bridge the gap between contemporary jewellery and fashion jewellery that’s honestly ethical.
Emma’s mycelium packaging
Have you always been single-minded about your vision, or did it slowly evolve?
When I started my brand I had a rough vision and a list of core values. Those values were, and still are very important and present but it took a while to evolve into something clear and substantial. Naturally, I took a very organic fluid response to this process.
Although it is good to have clear goals for a business, I think it can be counter-productive to be too regimented and put the blinkers on. Your mind has to stay open enough so that you can spot the new paths, opportunities and ideas that show up along the way. Being receptive to newness has helped my brand evolve in unexpected and exciting ways.
Did you find achieving your vision challenging?
Yes, I think I am still trying to achieve it!
I believe that you never stop learning and growing, and therefore editing your vision. It’s always malleable and changeable. The context of the world is ever-changing, it’s never stagnant and my work mirrors that. It’s of course important to remain true to yourself and your values, but remembering to flow to remain current is key.
How do you think having a vision has helped you to grow?
Having a clear vision makes it easier and more effortless for your customer to find you. Be that stockists, stylists or private clients. The clear vision makes it accessible and easy for clients to make an automatic decision if they connect with you or not.
I have found when customers ‘find me’ they stick with me as they have found the brand that resonates with them. They can then come along the journey with me and therefore aid my growth.
Does having a vision help with your content and marketing?
Yes definitely, the brand voice is so important to be consistent. My values and vision always help me make decisions for content or marketing, if they don’t fit within my vision then they are not used. Consistency is key!
Want to know more?
If you’d like to learn more about how to create a strong vision for your jewellery business and read Emma’s top tip for finding your vision as a jeweller, then you’ll find it all here in the new book - ‘Start and Grow a Profitable Jewellery Business’ with Jessica Rose.
Want to start a jewellery business?
If you’re just starting out or have been going for a few years and would like more help in defining your vision, as well as learning how to bring your vision to life through branding and marketing, then take a look at our flagship Jewellery Business Bootcamp which runs at the start of every year.
